Ranked by total time spent per user monthly, based on aggregated global data
1. YouTube
- Monthly Engagement: ~24.5 hours per user (49 minutes daily)
- Key Insight: Dominates with nearly double the engagement time of TikTok. Users spend over 1 billion hours daily on the platform, driven by long-form videos, Shorts, and a shift to TV-based viewing.
2. TikTok
- Monthly Engagement: ~23.5–34 hours per user (47 minutes to 1.1 hours daily)
- Key Insight: High daily usage fuels its viral appeal, especially among Gen Z and millennials. Short-form videos and algorithm-driven “For You” feeds keep users hooked.
3. WhatsApp
- Monthly Engagement: ~14–20 hours per user
- Key Insight: Messaging app with intense daily use—users open the app 930 times monthly. Popular for personal and business communication, especially in India and Brazil.
4. Facebook
- Monthly Engagement: ~14–19 hours per user
- Key Insight: Despite declining youth engagement, it remains a hub for older demographics. Users spend ~32 minutes daily, driven by Groups, Marketplace, and Reels.
5. Instagram
- Monthly Engagement: ~12–15 hours per user
- Key Insight: Visual content and Reels drive engagement. Users spend 32 minutes daily, with Reels accounting for 50% of screen time.
6. Snapchat
- Monthly Engagement: ~14 hours per user
- Key Insight: Ephemeral content and AR filters appeal to teens (38% of users are 18–24). Users spend ~14 minutes daily, with higher engagement in markets like Russia.
7. Telegram
- Monthly Engagement: ~4–14 hours per user
- Key Insight: Security-focused messaging app with strong growth in regions like Iran and Russia. Channels and groups (up to 200k members) boost engagement.
8. X (Twitter)
- Monthly Engagement: ~7.5 hours per user
- Key Insight: Real-time news and debates keep users engaged for ~30 minutes daily. Despite controversies, it retains a niche audience for political discourse.
9. Pinterest
- Monthly Engagement: ~3.5 hours per user
- Key Insight: Focused on inspiration and shopping, with 80% of millennial women using it as a search engine. Gen Z is its fastest-growing demographic.
10. LinkedIn
- Monthly Engagement: ~2.5 hours per user
- Key Insight: Professional networking and video content (e.g., tutorials, thought leadership) drive ~11 minutes per visit. Popular among millennials and Gen Z job seekers.
Key Trends Influencing Engagement:
- Short-Form Video Dominance: TikTok, YouTube Shorts, and Instagram Reels prioritize bite-sized, addictive content.
- Privacy and Communities: Apps like Telegram and Threads grow due to secure, niche communities.
- Hybrid Platforms: YouTube and LinkedIn evolve beyond core functions (e.g., YouTube for TV viewing, LinkedIn for video tutorials).
Regional Variations:
- China: Douyin (TikTok’s Chinese counterpart) and WeChat dominate, with WeChat users spending 40+ hours monthly.
- APAC: Livestreaming drives engagement on TikTok and regional apps like Kuaishou.
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